What large agencies can learn from their small peers

Grey, IHG say "Guest How You Guest" | Round Two Agency, Buoy create "To Be Seen" | Claire's to target "Gen Zalpha" in back-to-school push Created for {EMAIL} | [Web Version]( August 4, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Grey, IHG say "Guest How You Guest"]( [Grey, IHG say "Guest How You Guest"]( (IHG Hotels & Resorts/YouTube) Grey created a "Guest How You Guest" campaign for IHG Hotels & Resorts that showcases its customer perks and includes two 30-second ads, a series of 15-second spots, paid social, celebrity collaborations and out of home. Media was managed by Mindshare and Kinetic, while public relations, influencer content and communications were handled by Ogilvy. Full Story: [Ad Age (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( How to keep marketing efforts agile Today’s consumers see more ads than ever before. In order to create a lasting impact with audiences, marketers need to leverage technology and expertise through an agile approach. [Download the report]( to learn how to use an agile approach to insights throughout the product life cycle. ADVERTISEMENT: [] Creative [] [Round Two Agency, Buoy create "To Be Seen"]( [Round Two Agency, Buoy create "To Be Seen"]( (Buoy Hydration/YouTube) Round Two Agency created a "To Be Seen" campaign for hydration wellness brand Buoy, which centers on a short film featuring four influencers who live with chronic illnesses and share their stories on TikTok. The film is running across the brand's social channels, and the brand is offering those with chronic illnesses a lifetime discount. Full Story: [Adweek]( (8/2) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Claire's to target "Gen Zalpha" in back-to-school push]( Claire's will debut this fall its first national TV spot as part of its back-to-school campaign to target "Gen Zalpha," the brand's name for Generation Z and Generation Alpha. The brand works with agencies Vayner, Lloyd & Co. and Shadow, and Chief Marketing Officer Kristin Patrick says of the push: "You'll start to see this evolution of a new brand voice and spirit." Full Story: [Ad Age (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Join strategy's biggest conference of the year on September 13, 2022! Live from New York City! [Register now.]( ADVERTISEMENT [] Agency Insider [] [What large agencies can learn from their small peers]( Big agencies can learn from the "all-hands-on-deck" approach that smaller shops apply every day in not only their pitches, but ongoing client work, M.T. Fletcher writes. "In distilling the business down to three fundamental forces -- talent, brands and ideas -- small agencies hold the keys to unlocking the true power of creativity," Fletcher writes. Full Story: [Ad Age (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Opinionated's Lauren Olson talks favorite work]( Lauren Olson, copywriter at Opinionated, talks about creative inspirations and favorite work. Olson discusses the agency's campaign for Powell's Books and explains why "Another Day, Another Drumstick" was a "dream project." Full Story: [Muse by Clio]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our partners - [8-Step Guide: How to Overcome Laziness and Start taking Action]( - [How Technology Can help You Get a Good Night’s Sleep]( - [Effective Leadership Primer]( - [Quick Reference Guide – Time Management]( - [Quick Reference Guide – Office 365 Essentials]( [] Agency News [] [Anomaly wins creative AOR for Topgolf]( Anomaly won creative agency of record for Topgolf, beating two unnamed agencies in a competitive review. Anomaly's pitch was "far away better, more creative, and more on-strategy," says Topgolf's Geoff Cottrill. Full Story: [Ad Age (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Facebook is cashing out its Live Shopping]( Meta is closing Facebook Live Shopping as of Oct. 1, after a two-year run. Meta is encouraging brands to focus on Reels, Reels ads and product tagging on Instagram Reels as part of a corporate shift toward video. Full Story: [Engadget]( (8/3), [TechCrunch (tiered subscription model)]( (8/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. Help Spread the Word [SHARE]( Or copy and share your personalized link: smartbrief.com/aaaa/?referrerId=iXmpAZYZQV [] [] Each person is in the best seat. 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